University of Technology SydneyHandbook 2008

24743 Contemporary Issues in International Marketing

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): ((24734 Marketing Management OR 24746 Marketing: Concepts and Applications) AND 24738 International Marketing Management)
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject builds on existing knowledge in the areas of multinational or international marketing and relates it to specific conceptual and empirical issues in international marketing. It increases awareness and understanding of issues beyond the scope of topics covered in traditional international marketing subjects. Issues covered include overseas market selection, internationalisation, globalisation, networks and international marketing, international strategic alliances, international competition theory, international countertrade, setting international prices, and international negotiation from a cultural perspective.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

  1. Build upon and apply knowledge gained in 24712 International Marketing Management to specific conceptual and empirical issues in international marketing.
  2. Apply knowledge gained in 24712 International Marketing Management to specific conceptual and empirical issues in international marketing.
  3. Increase understanding of issues beyond the scope of topics covered in traditional international marketing courses.
  4. Increase awareness of issues beyond the scope of topics covered in traditional international marketing courses.

Contribution to graduate profile

This subject builds upon the basic international marketing knowledge acquired in 24712 International Marketing Management. It enables students to broaden their understanding of international marketing by focusing on critical conceptual and empirical issues. It complements the other subjects in the degree in that it is less managerially oriented. It also helps develop a sound knowledge base for subsequent core subjects of 24971 Business Project (International Marketing) and 24767 Applied International Marketing Research.

Teaching and learning strategies

The teaching method for this subject is based on seminars and lecturers and a project in the form of a take home exam. Students on an individual basis will prepare papers on relevant international marketing issues of the day.

Content

  • Introduction to subject – an integrated Model of SME Internationalisation
  • Market Selection
  • Internationalisation
  • Relationships, Networks and International Marketing
  • Globalisation – Micro, Macro
  • Competition Theory
  • Environmentalism
  • Strategic Alliances in International Marketing
  • Analysing Cultural Diversity
  • Analysing Countertrade
  • Issues in International Distribution
  • International Negotiation.

Assessment

Seminar Papers (Individual)50%
Seminar Paper A will cover a comprehensive review of the topic literature as it relates to international marketing. Seminar Paper B will cover contemporary issues in international marketing involving opportunities for Australian products/services in world markets. This will enable students to demonstrate objectives 3 and 4.
Exam (Individual)50%
The exam, which will be 'take home' will contain questions based upon relevant issues which emerge from the lectures and seminar presentations. The exam is intended to contribute to the learning process. Students are advised to develop a comprehensive set of notes based upon the lectures and seminars. The take home exam will consist of a number of questions related to issues discussed during the semester and is to be illustrated by reference to the China market. This will enable students to demonstrate objectives 1-4.

Recommended text(s)

Fletcher, R. Contemporary Issues in International Marketing – Book of Readings, University of Technology, Sydney, 2003.

Fletcher, R. and Prieto, S. Information Sources for International Business, Prentice Hall, Sydney, 2003.

Indicative references

Buckley, P.J., and Ghauri, P.N., The Internationalisation of the Firm, 2nd Edition, International Thomson Business Publications, 1998

Craig, C.S. and Douglas, S.P., International Marketing Research, 2nd Edition, John Wiley and Sons, Chichester, 2000.

Department of Foreign Affairs and Trade (EAU), China – Embracing the World Market, DFAT, Canberra, 2002.

Department of Foreign Affairs and Trade (EAU), China – Embracing the Market Achievements, Constraints and Opportunities, DFAT, Canberra, 1997.

Fisher, S., and Fisher, D., Export Best Practice: Commercial and Legal Aspects, The Federation Press, 1998.

Friedman, T., The Lexus and the Olive Tree, Harper Collins, London, 1999.

Gemudian, H.G., Ritter, T., and Walter, A., Relationships and Networks in International Markets, Pergamon Preee, Oxford, 1997.

Hofstede, G. Culture's Consequences, 2nd Edition, Sage Publications, London, 2001.

Jeanett, J-P., Managing with a Global Mindset, Prentice Hall, London, 2000.

Joynt, P and Warner, M., Managing Across Cultures: Issues and Perspectives, International Thomson Business Publications, 1998.

Kuada, J. and Sorensen, O.J., Internationalisation of Companies from Developing Countries, Haworth Press, New York, 2000.

Ounmokun, G. and Gabbay, R., Contemporary Issues in International Business and Marketing, Academic Press International, 1998.

Porter, M. 'The Comparative Advantage of Nations', MacMillan, London, 1999.

Schlegelmilch, B. Marketing Ethics: An International Perspective, Thomson Business Press, London, 1998.